brand management strategy ppt

Brand Development: 1. Consumer Insight2. Brand Essence3. Brand Value4. Brand Personality

Brand Vision:5. Brand Positioning6. Brand Platform7. Brand Promise 8. Brand Portfolio9. Brand Vision10. Brand Goal

Brand Marketing:11. Objectives

12. Challenges

13. Aims14. Critical Success Factors15. Strategies16. Product Strategy

17. Design Strategy18. Pricing Strategy19. Communication Strategy

20. Trade Channel & Sales Strategy

Brand Go to Market:21. Activity Chart22. Scorecard Development

Brand Monitor:23. Brand Image Tracking24. Brand Equity Evaluation

Understanding Consumer in the world of Communication Chaos

Average Consumer will Exposed to TVC

0 0 00 002…by the age of 65!…by the age of 65!

•We have too much of choices

•Traditional way of communication is becoming ineffective

•Consumers lives are becoming chaotic

•Mere Awareness will not do

•They want their products/services to reflect their self, their values

How does it affect business

Getting deeper

insights

to build our brands

is the key

challenge

Brand Development

‘Seeing below the surface’

Seeing inside the consumer

The penetrating understanding of consumers which provides hooks or clues that lead us towards new brand-building opportunities.

What is Consumer Insight ?

Key Elements of Insight

•A Twist in Tale

•A Pleasant & Relevant "surprise"

•A fresh, unexpected perspective

•An Aha-experience.

What is Consumer Insight ?

Insight Examples

Close UpClose Up The closer people get, the more conscious they are of their fresh breath/white teeth

WranglerWranglerJeepJeep

Americans see Jeep as strong & rough that can drive Americans see Jeep as strong & rough that can drive through any challenge to get anyone out of trouble. through any challenge to get anyone out of trouble.

The Essence is the X factor of the brand. It is the differentiated core benefit (conscious/sub conscious) that connects immediately to the consumer. The Code for the brand.

Surf Excel - Dirt is good

National Geography – Live Curious

Essence

The Guiding principles of the brand. Brand will simply stand on & adhere to these principles.

Examples:

Aarong – Indigenous, Social etc.

Brand Values

It is the way a brand should behave. The characteristics it may carry if it was a human.

Examples:

Marlboro – Adventurous, Masculine etc.

Brand Personality

Brand Vision

Positioning - it’s a Mind Game

• In the mind of the consumer

• In the mind of the customer

• In the mind of our people

• In the mind of our competitor

Positioning is the essence of the brand perceived by the target customer in the market

What the brand stands for in the minds of the customers and prospects, relative to its competition, in terms of benefits and promises

Key Elements:

Define Target Market (Demo/Psycho or both)

State Offering

State Point of Parity or Frame of reference (The Industry where it operates)

State Point of Difference (The Uniqueness)

State Proof of the Point of Difference.

Positioning

To the tradesman who uses his power tools to make living and cannot afford downtown no the Job (Target), DeWalt (offering) professional power tools (frame of reference) and more dependable than other brands of professional power tools (point of difference) because they are engineered to the brand’s historic high-quality standards and are backed by Black & Decker’s extensive service network and guarantee to repair or replace any tool within 48 hours (Proof)

Example

It is the playing ground of the Brand. The stage on which the brand will always stand.

Example -

Google: Information

Marlboro : Adventure

Banglalink: Change

Aarong: Social

Nike: Body

Brand Platform

Brand’s Commitment to its market. The manifesto that a brand will follow every time they do something.

Example:

Boeing: Revolutionizing Flight

The promise of Revolutionizing Flight reflects the heritage of Boeing, the pursuit of innovation of the present and the limitless horizons in its future. Boeing has played a role in every material revolution in the history of flight.

Brand Promise

Where will the brand be or go? Which product lines?

It is always directed by its values, personality, platform & promise.

Wrangler: Challenge

Reflected in campaigns for

Jeep – Desert & Mountains

Jeans - Jungle

Brand Portfolio

It should state the image or perception, the brand wants to establish in the market.

Example: Nike will be the worlds number one sports brand and bring inspiration and innovation to every athlete in the world ( if you have a body you are an athlete).

Brand Vision

Nike Vision : ImageNike Vision : Image

*If you have a body, you’re an athlete

Bring Inspiration And Innovation To Every Athlete In The World*

The goal talks about the specific business target for the brand

It can have • Financial Element (Growth, Revenue, Profit etc.)• Market share

It gives a year wise breakdown of the target

Example:

Nike: Will be the worlds number one sports brand and bring inspiration and innovation to every athlete in the world ( if you have a body you are an athlete) thus will grow to 12.5 $ billion by 2015 in terms of Revenue.

Current – 2 $ Billion2011- 6 $ Billion2012 – 9 $ Billion2013 – 11 $ Billion2014 – 12 $ Billion2015 – 12.5 $ Billion

Brand Goal

Brand Marketing

Align the resources of the business behind growing the Brand and building equity towards the Brand Vision

DON’T TALK, JUST DO IT

Video Click

Rigorous Data Based analysis

Greater focus on the key issues and opportunities facing the brand

Marketing plans led by clear business and brand objectives

Integrated plans

Vision into Action

The Prioritized targets (geography, portfolio & image) that needs to be achieved aligning the overall vision & goal.

Example:

Nike should achieve

10 Million Dollar Revenue from South Asian Market in 2011.1 Billion Dollar Revenue in 2011 from Shoes for Teens. Nike should be known as the no. 1 “DO” brand by 2011.

Objective

The Issues that the Brand is facing currently and may face in its future course of action to materialize its objectives hence goal & vision.

Example:

Nike

Nike sponsored “XYZ” Football Tournament in Spain not getting enough media attention.

Nike manufacturing unit in India will be unable to meet the next year forecasted demand of South Asian Market.

Shoppers in the franchised retail outlets in Bangladesh not experiencing inspiration & innovation.

Challenges

The Specific Aims that a brand takes to address the prevailing issues through prioritizing the immediacy of the matter.

Example:

Nike

1.Increase Manufacturing Capacity for South Asian Market.

2.Ensure sports headline coverage in Top 5 Spanish Media for the rest of the tournament.

Aims

The Enabler(s) that can help achieve the aim. What needs to be in place to increase the chances for the achievement of the aim.

Example:

Nike

1.Land availability in any side of the current manufacturing unit to help extend Manufacturing Unit.

2.Engage best PR Agency in field of Sports especially football.

Critical Success Factors (CSF)

The main tasks to be done to address the issues and achieve the corresponding aims. There

can be multiple strategies taken to achieve a certain aim.

Strategies

Strategies _ ExampleChallenges Aims CSF StrategiesNike manufacturing unit in India will be unable to meet the next year forecasted demand of South Asian Market.

Increase Manufacturing Capacity for South Asian Market.

Land availability in any side of the current manufacturing unit to help extend Manufacturing Unit.

Acquire 50 ACRE land

Buy 30 more machineries

Recruit 200 more labors.

Nike sponsored “XYZ” Football Tournament in Spain not getting enough media attention.

Ensure sports headline coverage in Top 5 Spanish Media for the rest of the tournament.

Engage best PR Agency in field of Sports especially football.

Invite National Star during game.

Offer Media Incentive

Use Social Network to pull maximum crowd

Shoppers in the franchised retail outlets in Bangladesh not experiencing inspiration & innovation.

The task that Brand’s products & specific SKU’s will do across different product lines to meet the goal & vision.

Example:

Nike:

Shoes: Shelf 5 different colored (Red, Black, White, Green, Orange) sneakers for Teens in American Market. Deo:Market smaller SKU’s for most popular variant ‘FISSION’ to increase consumption in Bangladesh. Caps:Bring out Special Edition signed by Popular NBA players in USA.

Product Strategy

Design StrategyThe Task that will guide the Brand to differentiate functionally. It covers core product, packaging to even retailing.

Example:

Nike: •Develop new sneaker design with Nikes best features in terms of fitness routine category giving a multi-directional flexibility feature from its diamond shaped flex grooves. This can make you move side to side, back and front and still make your foot feel comfortable and stable.  This Promises maximum cushion and warm snug to foot. Just what a women need for their work out.

The tasks that will determine the price points for different product lines of the brand aligning the overall goal i.e. revenue/profit target while ensuring vision is achieved.

Key elements:

Product Line Role in Portfolio under new vision

Market Share Status

Industry Status

Competition Pricing

Variant Role

Differentiation Meter etc.

Example:

Nike

In Bangladesh, Nike will sell shoes ranging from price point of $ 75 to $ 100.

In USA & Europe, Nike will sell special edition NIKE AIR MAX from price point of $200 - $250.

Pricing Strategy

The set of integrated tasks that will aim to achieve the core vision of the brand through creating favorable perception/image.

Example:

Nike

Make every touch point of communication count to disseminate the Nike’s core CAN DO message.

Communication Strategy…

Make Every Touch CountMake Every Touch Count

Retail Marketing

City Attacks

Advertising

PR

Events

Product

Sponsorship

New mediaCSR

NikeNike

Communication Strategy…..Key Elements

Brand Platform

Brand Idea

Communication Idea

Touch Points

Touch Points Core Message

BODY

If you have a body, you are an athlete

CAN DOATLBTLPRONLINE

Just Do it

Example

NIKE

Target: Nike to be known as no. 1 “DO” brand by 2011

BASIC SEQUENCE : Communication Strategy

The task that will make the brand available in its targeted customers purchase point.

Example:

Nike

Nike should have at-least one 8’x8’ shelf in any/all sports accessories retail outlet in England.

Nike Socks sales should increase by 100% in Nike’s Europe Outlets.

- Use Nike Sample Socks while trying Shoes.

Trade Channel Strategy

Brand Go to Market

This is the Exhaustive list of all the tasks to be done for a Brand in a calendar year with time & activity details. The Brand Manager’s guide to keep track of the brand. This encompasses all the activities relating to the brand starting from Design & Production to the Customer Hand.

Activity Chart

This is the task performance measurement scale designed in relevance to the specific functions & their tasks. This helps to identify lag areas and take urgent measures. Here the brand manager sets a target for each task & try to see whether the task has been able to achieve that target or not. The difference between actual & target helps identify the hidden issues and thus re-plan accordingly.

Example:

NikeNike TVC “JUST DO IT – JORDAN & FAN” should achieve at-least 30% Top of Mind (TOM) awareness in USA with in 3 Months of Campaign on Air. But in reality it received 11% TOM. So Media Planning needs to be diagnosed. See, whether the Media Habit Survey information was wrong or something else.

Scorecard Development

Brand Monitor

Brand Image TrackingSKIPPY PEANUT BUTTER

Increasing Steady Declining (A) MARKET PERFORMANCE

2008 2009 Q1 2010 Q2 2010 Q3 2010 Q4 20102010 YTD

YTD vs YAG

Category - Peanut ButterVolume (% Chg vs YAG) 4.3 6.6 7.5 3.6 3.8 3.8 +3.8% Value (% Chg vs YAG) 4.4 5.5 6.9 2.5 3.0 3.0 +3.0%

Competitor ContextUnilever Category ShareSkippy Value Share index to Market LeaderBrand - SkippyVolume (% Chg vs YAG) 3.8 -1.9 1.0 0.7 2.7 2.7 +2.7% Value (% Chg vs YAG) 4.2 3.6 8.0 3.6 2.9 2.9 +2.9%Market SharesVolume Share (%) 19.1 17.6 17.9 17.7 17.7 17.7 -0.2Value Share (%) 19.9 19.5 20.1 19.6 20.1 20.1 0.0Consumer BehaviourPenetration (%) 26.0 26.9 10.8 11.0 10.9 10.9 0.1Volume per buyer (Kg's) 5.1 4.7 2.6 2.7 2.7 2.7 0.1Share of Requirements (%) 53.1 48.1 72.7 69.5 72.5 72.5 -0.2

(B) BRAND LEVERSPROPOSITIONBrand differentiationBrands I like (Driver #1) +4 +5 +6 +0 +2 +2 -4.0The best tasting (Driver #2) +0 +6 +4 +0 +5 +5 +1.0Are brands I trust (Driver #3 and Brand Key) +2 +2 +1 -1 +4 +4 +3.0Good for snack ing (Brand Key) -3 -5 -7 -5 -3 -3 +4.0Fun to eat (Brand Key) -4 -5 -6 -2 +0 +0 +6.0Liked by children (Advertising) +1 -1 +2 +1 -2 -2 -4.0Brand LoyaltyConviction % 30 31 28 28 35 35 +7.0Advantage % 46 47 46 46 48 48 +2.0Performance % 59 58 58 56 63 63 +5.0Relevance % 65 63 64 62 70 70 +6.0Presence % 85 86 87 84 86 86 -1.0PROMOTIONShare of Total Comms Awareness 33 30 32 33 31 32Effective Com Press (SOTotalComAw/SOM) 1.28 1.32 1.42 1.23 1.11 n/aShare of TV Adv Awareness 40 42 41 40 44 45TV Adv Quality (SOTVaw/SOTVGRPs) 1.55 1.49 1.45 1.47 1.49 n/aShare of Category Media Spend 7.0% 36.0% 79.0% 0.0% 0.0% 0.0% -79 pts

PLACEDistribution Quality (% sku wtd) 7.5 8.9 9.1 9.5 9.9 9.9 +0.8 ptsForward Share (% share of display)Out of Stocks (% distribution OOS)Share of Promoted Volume (%) 29.6 22.5 23.4 23.9 22.6 22.6 -0.8 ptsPRICEPrice (main SKU $) $2.09 $2.17 $2.18 $2.16 $2.18 $2.18 +$0.00Relative Price (Brand index) 110 108 115 111 114 114 100Value For Money (%) 24 22 20 25 26 26 +6.0

PRODUCTBetter quality than other brands 57 62 58 61 60 60 +2.0PACK

Evaluate Brand Marketing Activities in consumer or customer vocab. Understand whether the image expected to be perceived has been perceived or not. Identify areas to improve.

Brand Equity Evaluator

It is the Brand Fitness Check. This helps the Top Management to take decision on invest/divest from the brands. It basically has two elements.

-Financial Equity (Based on ROI, Growth etc.)

-Image Equity (Based on Market Perception)

The Masterclass Assignment

Group Formation Brand Selection Tasks

WHO IS THIS?

Can you tell now?

Guess, You CanGuess

“A somebody was once a nobody who wanted to and did” - Unknown

Mr. Steve Jobs